The Premier League, long associated with well-known betting sponsorships, is undergoing a significant transformation as clubs begin to turn to cryptocurrency companies to fill the funding gaps brought about by regulatory changes. Starting from the 2026/27 season, Premier League teams will no longer display betting company logos on the front of their shirts, becoming the first sports league in the UK to take this step. In response, cryptocurrency companies have become the new main sponsors, providing crucial financial support to the league.
Tightening Gambling Regulations, Cryptocurrency Sponsorships Flood into Football
The upcoming ban on gambling sponsorships is the result of negotiations between the Premier League, clubs, and the UK's Department for Digital, Culture, Media and Sport. This collective decision marks the beginning of a transition period for clubs, who need to find new sources of revenue.
According to sports sponsorship agency SportQuake, cryptocurrency sponsorships have already set a new record of £130 million (about $170 million) for the 2024/25 season, a 30% increase from the previous season. Leading cryptocurrency firms such as OKX and Floki have signed significant agreements with top teams like Manchester City and Nottingham Forest, while cryptocurrency trading platform Kraken has recently partnered with Spain's Atlético Madrid.
Cautious Ventures
While the influx of cryptocurrency funds provides support for financially struggling clubs, the industry's reputation has led some teams to proceed with caution. According to Bloomberg, due to the volatility of the cryptocurrency market, some sponsors are required to make upfront payments. Additionally, some agreements stipulate that sponsorship contracts can be terminated at any time if the cryptocurrency company damages the club's reputation.
On the other hand, some clubs have decided to continue their partnerships with betting companies. Bournemouth, Crystal Palace, and Aston Villa are among the teams that have signed new sponsorship deals with betting companies, despite the Premier League's overall preparation to gradually move away from this area.
New Economy Sponsorships
This shift towards cryptocurrency sponsorships is part of a broader trend in the Premier League. Over the past five seasons, investments from traditional "old economy" sponsors (such as car manufacturers and airlines) have decreased by 20%, while spending in new economy sectors, including cryptocurrency, fintech, and sports tech, has surged.
As Premier League teams gradually phase out betting sponsorships by 2026, the status of cryptocurrency sponsors is expected to rise further. Although the funds from cryptocurrency companies provide financial security, clubs remain cautious.
